Prof Jim Blythe Essentials of Marketing

ISBN 13: 9780273646679

Essentials of Marketing

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9780273646679: Essentials of Marketing
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This introductory textbook covers all aspects of marketing from the development of the marketing concept through consumer behaviour, segmentation, targeting and positioning to branding and pricing strategies. It is written in a clear and lively style, ideal for all students of marketing. 

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From the Back Cover:

This second edition of Essentials of Marketing has been updated in the light of extensive feedback. The first edition has enjoyed considerable success as a user-friendly, concise introduction to the field of marketing. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques up-to-date topics such as green issues, postmodern thinking, relationship marketing and ethics are also covered.

This new edition contains-


an even greater range of cases from a wide range of sectors and international contexts, including- the European Mobile Telecommunications Industry, the 21st Century Man, Lastminute.com, the bookselling industry and many more!

a new set of self-test questions designed to aid student learning and teaching assessment

increased coverage of communications theory, including the hierarchy of effects model

greater coverage of branding including the definition of brands, developing the brand, brands and semiotics and strategic issues in branding

increased coverage of internal and relationship marketing
Packed with relevant and up-to-date examples as excellent pedagogical features, this book is ideal for all students of marketing.

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Other Popular Editions of the Same Title

9780273717362: Essentials of Marketing

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ISBN 10:  0273717367 ISBN 13:  9780273717362
Publisher: Financial Times/ Prentice Hall, 2008
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Cram101, 2010
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9781405821674: Online Course Pack: Essentials of Marketing with OneKey WebCT Access Card: Blythe Essentials of Marketing 3e: AND Onekey Website Access Card

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